The article deals with the problems of professionalization of modern youth in the context of socio-cultural and economic conditions transformation. As a result of theoretical and empirical analysis, the structure of the terminal and instrumental value-motivational meanings of students' professional activity, which determine priorities in relation to the goals of activity and ways to achieve success in the profession, is determined. The motives for obtaining higher education and the interpretation by young people of the role of education and other factors in achieving success in life are revealed.